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Groupon, the company offering its consumers daily online discount vouchers, chose IGPDecaux and the city of Milan for a special make up service “on the road”. The project was developed by IGPDecaux Creative Solutions who brought a special tram on the Milanese tracks.
The campaign involved all the beauty lovers with the promise of a pleasant and unusual break. From the 25th to the 31st of March the entirely decorated #tramdeidesideri crossed the streets of the city: two hostesses invited the passers-by on board to try for free the Beauty services available for purchase on the Groupon website. Inside the tram IGPDecaux set up two hair dresser stations with mirrors and lights to offer passengers the authentic atmosphere of a beauty salon.
The initiative realised in Milan was actually part of a wider outdoor communication project that also involved the city of Turin and several other types of products. The goal of the campaign was to inform and promote the broad range of Groupon offers, as it was emphasised by the claim “Una scoperta continua” (“A continuous discovery”).
In Milan the OOH advertising also reached the audience thanks to a Station Domination at the underground station of San Babila, and a Maxi Network covering three lines. In addition, IGPDecaux realized a Maxi Network in the Turinese underground and installed several MUPIs (urban structures) in strategic areas of the city center. The media mix was completed with the entirely decorated trams that crossed the streets of Milan and Turin, guaranteeing an impactful offline presence to the brand.
The whole project was carried out by IGPDecaux in collaboration with the media center Wavemaker, responsible for planning the campaign, Access Live Communication, the Live Communication unit specialist of GroupM specialized in events, and the wellness center Brera13 Milano.